The European Wax Center company has evoled into the darling of the franchise sector, with impressive growth and a rapidly expanding network of nationwide stores. And soon they will open new stores outside the USA. The EWC company has been a pioneer since it started back in the mid 2000s. Now it is powering growth by being a pioneer in positioning its brand and services, with movement marketing. EWC is sparking a mass movement entitled “Waxing For All” inspiring everyone to enjoy the EWC experience, not only wealthy patrons.

The new branding connects EWC with Gen Y culture and youthful consumers searching for a little self pampering for a small investment. Ever since the company first opened its doors in Miami, it has appeared organically to the youthful minded of America seeking incredibly beautiful skin via a special waxing approach developed exclusively for EWC in France. “Heavenly Skin Is Always In,” says the company.

Who hasn’t bagged an amazing 30 minutes at EWC? No wonder the company is riding the recession in style while others are challenged, enjoying growth and opening more stores than ever. But how do they get it so right for so many and still keep prices keen?

When you speak with team EWC, some of the staffers say “European Wax Center” while others say “EWC”. Such differences aside, anyone who has walked down a city street lately recognizes EWC as standing for modern beauty credentials at prices we can all afford under the “Waxing For All” motto. And when you ask for further confirmation of the deep affection felt for the brand, try a conversational balancer such as, ‘What was the first service you ever bought from European Wax?’ Answers can be found on their fast expanding Facebook community where modern femininity and humor come in equal proportion, where talk usually mentions the thrill of the experience bagged at a bargain, or the satisfaction of having had an experience more akin to a luxury spa at far more expensive prices.

And that’s the clever part of the brand: while their main services are inexpensive to all, offering a cool, sexy modern style of possibility to everyone at prices few can’t afford, along with a feel of the place that is anything but.

In EWC’s HQ just outside Miami Beach, in a pure modern white office, the management figures who make it all happen have a vision that is inspiring and wonderful. Not one of them conforms to a traditional beauty cliché: no gaunt appearances, no nouveau vogue haircuts, no Japanese fashion, and – most surprising of all – no arrogant demeanor.



What you find is clarity of purpose and one big vision for the globe. The marketing is their brainchild and the new brand communications kicked off earlier this fall with national advertising in magazines such as Vogue, Elle, Cosmopolitan and Harper’s Bazaar punctuated with big image outdoor boards a la H&M, including a huge digital poster in Times Square.

They created a unique brand experience for social influencers and potential customers on Facebook. This type of content is very popular with the connected Gen Y generation, and can go viral quickly with social sharing functions. This integrated campaign combined social media with a well-executed interactive piece creates a big win for the brand.

For the sake of transparency, my agency worked closely with the management of EWC. They taught us a lot about what it means to service a client, what kind of services make the biggest impact, and moreover the importance of the brand ethos in training, education, in defining and maintaining relationships building with clientele, and the big one…in growing their company.



Some argue that the communications are too provocative. The management of EWC believes skin is beautiful and that they are using the kinds of images one would easily stumble across in any women’s magazine. They just think they are doing them with style befitting a next generation challenger brand taking the world by storm.

Sumber : http://www.forbes.com/sites/marketshare/2012/12/14/the-sexy-modern-and-growing-store-chain-ewc/